TABLE OF CONTENTS Hanoi – 2012 i ACKNOWLEGEMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi TABLE OF FIGURES x INTRODUCTION .1 Reasons to choose this topic Objectives of the Study Subjects and Scope of the Study Methods of study and process of data Significance of the Topic: Structure of the Thesis: CHAPTER 1: LITERATURE REVIEW 1.1 Overview of Marketing 1.1.1 The Formation and Development of Marketing 1.1.2 Definitions of Marketing 1.1.3 Concepts of Marketing .7 1.1.4 Role of Marketing 1.2 Marketing Environment 1.2.1 Political and legal environment 1.2.2 Economic and Demographic environment 10 1.2.3 Cultural - Social environment 11 vi 1.2.4 Technological and Natural environment 11 1.3 Target Market Identification 12 1.3.1 Concept of market: 12 1.3.2 Market Classification .12 1.4 Positioning 14 1.4.1 Definitions 15 1.4.2 Positioning methods 16 1.4.3 Stages of market positioning: 17 1.5 Marketing-mix 17 1.5.1 Product strategy 18 1.5.2 Price strategy 19 1.5.3 Place (distribution) strategy .21 1.5.4 Promotion strategy 22 1.6 The relationships between product and other remaining factors of Marketingmix: 26 Chapter 2: ANALYSIS OF MARKETING ENVIRONMENT AND CURRENT SITUATION OF MARKETING-MIX FOR BRAVIA LCD TV SERIES OF SONY VIETNAM 28 2.1 General introduction of Sony Vietnam 28 2.1.1 Overview of the Company .28 2.1.2 Objectives and Purposes of the Company 28 2.1.3 Main products of the Company 29 2.1.4 Activities and Sale performance of Bravia LCD TV Series 29 2.2 Target markets of Sony Vietnam: 31 2.3 Analysis of Marketing environment of Sony Vietnam 32 vii 2.3.1 Macro-environment 32 2.3.2 Micro-environment 35 2.4 Analysis of product positioning strategy of Bravia LCD TV: .41 2.5 Analysis of current situation of Marketing-mix for Bravia LCD TV Series of Sony Vietnam: .46 2.5.1 Product 49 2.5.2 Price 50 2.5.3 Distribution .52 2.5.4 Promotion 57 Chapter 3: SOME SOLUTIONS TO THE MARKETING MIX PLAN FOR BRAVIA LCD TV SERIES OF SONY VIETNAM IN 2012 62 3.1 Development orientations and objectives of Sony Vietnam 62 3.1.1 Development orientations: .62 3.1.2 Marketing objectives of Sony Vietnam 62 3.2 Some solutions of Marketing-mix plan for Bravia LCD TV Series of Sony Vietnam 63 3.2.1 Product: 63 3.2.2 Price: 65 3.2.3 Place/Distribution: 68 3.2.4 Promotion 71 3.2.5 Some support measures: 75 3.3 Marketing Action Plan from June to December, 2012 76 3.3.1 Objectives 76 3.3.2 Sales Activities 76 3.3.3 Promotional program 78 viii 3.3.4 Marketing Budget .83 CONCLUSION 88 LIST OF REFERENCES 89 LIST OF APPENDICES 90 ix TABLE OF FIGURES FIGURE 1FIGURE 2.1: MARKET SHARE BY PRODUCTION OF SOME TV FIRMS IN VIETNAM 30 FIGURE 2FIGURE 2.2: MARKET SHARE BY REVENUE OF SOME TV FIRMS IN VIETNAM 31 FIGURE 3FIGURE 2.3: CONSUMPTION MARKETS OF SONY IN VIENTAM 32 FIGURE 4FIGURE 2.4: CURRENT DISTRIBUTION NETWORK OF SONY VIETNAM 55 FIGURE 5FIGURE 3.1: PROPOSED DISTRIBUTION SYSTEM IN THE FUTURE 71 x INTRODUCTION Reasons to choose this topic LCD TV is a product that has captured the attention of customers in an era of continuous development of technology, repeated competition among different manufactures By developing ranges of appealing designs, LCD TV has become more attractive than other TV products, satisfying the increasing demands of the market Faced with consumer demands and integration into the global technology revolution, such famous brand names as Samsung, Sony, Panasonic, LG, etc have introduced exclusive lines of products besides traditional ones, for example, a FullHD TV with multi-function, super-slim, super-connection, super-fast and environmentally-friendly features Acknowledging this fact, Sony Vietnam introduced its Bravia LCD TV series and considered this to be the strategic product line of the Company However, for Bravia LCD TV series to compete with TV products of other major manufacturers in Vietnam market such as Samsung, LG, etc., it is necessary for the company to have an overall vision of the marketing environment for its Bravia LCD TV series, on the basis of which, solutions can be made to direct its Marketing strategy and enhance business performance of this strategic product line This is also the reason why the author decide to carry out the dissertation: "Some solutions to complete the Marketing-mix for Bravia LCD TV series of Sony Vietnam in 2012" Objectives of the Study - To conduct a comprehensive study of the theories on Marketing, Marketing mix and methods to develop Marketing mix strategy for a product; - To research about TV market in general and LCD TV market in particular, both globally and in Vietnam; - To analyze current situation and evaluate Marketing strategy of Bravia LCD TV series of Sony Electronics Vietnam; - To suggest some solutions to complete the strategy of marketing mix for Bravia LCD TV series of Sony Electronics Vietnam Subjects and Scope of the Study Bravia LCD TV Series and Marketing environments (internal and external of Sony Vietnam) Methods of study and process of data - Methods of study: quantitative and qualitative study in combination with expert method, summary, statistics, comparison method, etc - Interview method: direct interview over 300 respondents with a questionnaire by selective sampling method to identify consumers' opinions on factors that affect on Marketing mix strategy (product, price, place, and promotion) - Data processing tool: SPSS 13.0 software - Base on data collected from quantitative and qualitative study, solutions shall be suggested to complete Marketing mix strategy for Bravia LCD TV Series of Sony Electronics Vietnam Significance of the Topic: - Help the managers to see clearly Marketing operation of Bravia LCD TV Series of the Company, its ability to cope with internal and external influencing factors, and its competitive status compared to other rivals in the market; - Research about consumers' knowledge about various types of TVs and assess their opinion on factors affecting on Marketing mix for Bravia LCD TV Series of the Company; - The conclusions of the dissertation shall serve as reference materials for marketing managers to know and understand better about current situation of LCD TV market as well as the positioning of Bravia LCD Series of Sony Vietnam In addition, strategies of product, price, place and promotion for Bravia LCD TV Series as suggested are practical for business situation that of Bravia LCD TV Series now occupies Structure of the Thesis: In addition to the Introduction and Conclusion parts, the Thesis is consisted of three parts: Chapter 1: Literature review Chapter 2: Analysis of Marketing environment and current situation of Marketing-mix for Bravia LCD TV Series of Sony Vietnam Chapter 3: Some solutions to the Marketing-mix for Bravia LCD TV Series of Sony Vietnam in 2012 CHAPTER 1: LITERATURE REVIEW 1.1 Overview of Marketing 1.1.1 The Formation and Development of Marketing Marketing literally means, "doing the market" The concept of Marketing first appeared in America in the beginning of 20th century but was not widely developed and popular until after World War II, then, it spreads to Western Europe and Japan during 1950-1960 Since its first appearance and for a long time, the term "Marketing" was limited to only commercial business It was recognized as getting the ready-made products/services to be consumed quickly in order to achieve the best efficiency At that time, it was called "traditional marketing" During 1960 - 1970, from the most complex matters in production and consumption of goods as well as tough competition within capitalist market, the role and significance of Marketing in capitalist economic management was heightened During this period, a number of scientific research institutions, Marketing research centers, and advisory offices within enterprises were established and Marketing became the decisive factor in management and competition among capitalists The term was not limited to only sale and purchase contracts or readymade products/services, but expanded to embrace the mass market That was the era of modern Marketing, inclusive of every calculation regarding the objectives and strategic ideas before production, to sales and consumption, and until after-sale services From 1960, Marketing started to gain acceptance in East European socialist countries such as: Hungary, Poland, Romania, and Czechoslovakia In 11/1976, the international conference - "Marketing Application in Foreign Trade Activities and Socialist Nations" was held in Berlin In 1977, it was affirmed by members at this conference that marketing activities applied not only to capitalist countries but to socialist countries as well 1.1.2 Definitions of Marketing The concept of Marketing, as an activity to generate economic benefits on many aspects, has been continuously applied, developed and completed since its first appearance, in 1905 at the University of Pennsylvania (U.S.), when Mr W E Kreussi gave a series of lectures on Marketing Marketing, in the view of economists, is the business approach that orientates production towards satisfying consumer needs Hence, it has been a decisive influence on the development of capitalist economies They assign to Marketing such names as "New business philosophy", "The secret of success in business", etc And Marketing is considered a science, an art of business It never ceases to be useful and has been supplemented and developed constantly; therefore, there have been a number of definitions of Marketing by various authors and scientists: - Definition by Hamilton College (U.S.): “Marketing is the performance of business activities that direct the flow of goods and services to customers or users.”[1] - Definition by American Marketing Association (AMA), Board of Directors: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”[2] - Definition by Philip Kotler (U.S.) - President of World Marketing Association: “Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit Marketing identifies unfulfilled needs and desires It defines measures and quantifies the size of the identified market and the profit potential It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.”[3] CONCLUSION Though LCD TV products of Sony Vietnam still lead the market in terms of quality, reliability and durability, there is an undeniable fact that consumers are being pulled into a tornado of LCD TVs of various manufacturers with eye-catching designs and reasonable prices Therefore, without continuous innovation to adapt to changes of market demand, the position of Sony Vietnam will be endangered In general, selling price of the products is still less competitive while promotion activities to improve the image of Sony Vietnam in general and Bravia LCD TV product line in recent years have lagged behind aggressive competitors such as: Samsung Vietnam and LG Vietnam, etc Therefore, though Sony Vietnam is currently ranking the first in the market in term of sales and third position in term of production, it is important for Sony to devise a correct and detailed strategic guideline, especially a Marketing strategy, to be able to lead the market in all terms This dissertation will provide a more general overview of LCD TV market in Vietnam, consumers' opinion on Bravia LCD TVs in the market by conducting a survey that will be very useful for Sony Vietnam to develop effective tools in assessing its capacity and position in the market By analyzing the results of this survey, the author suggests a Marketing-mix plan for Bravia LCD TV products to reinforce the position of Bravia LCD TVs in Vietnam electronic market 88 LIST OF REFERENCES [1] [5] Michael Baker, Mc Millan Dictionary of Marketing and Advertising, 2nd edition (London: Macmillan, 1990) pg, 148-9 [2] [3] http://heidicohen.com/marketing-definition/ [4] http://en.wikipedia.org/wiki/Marketing#cite_note-paliwoda-a-6 [6] Drucker, P F The practice of management, (New York: Harper & Brothers, 1954) pg 37 [7] Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2nd European Edition (Financial Times/Prentice Hall, 1998) pg 14 [8] Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2nd European Edition (Financial Times/Prentice Hall, 1998) pg 379 [9] http://en.wikipedia.org/wiki/Market_segmentation [10] Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2nd European Edition (Financial Times/Prentice Hall, 1998) pg 379 [11] Phillip Kotler, Gary Armstrong, John Saunders, Veronica Wong, Principles of Marketing, 2nd European Edition (Financial Times/Prentice Hall, 1998) pg 379 [12] Al Ries and Jack Trout, "Positioning - The Battle for Your Mind." (New York: McGraw-Hill, 1983) [13] Al Ries and Jack Trout, "Positioning - The Battle for Your Mind.", paperback edition (New York: McGraw-Hill, 2001) pg.19 [14] Geoffrey Moore, “Crossing the Chasm”, (HarperCollins Publishers, 1991) [15] Ass Prof Dr Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) [16] Philip Koler, “Marketing management”, 11st edition(Publisher: Pearson, 2002) pg 318 [17] [18] Ass Prof Dr Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) [19]: http://www.marketingpower.com/_layouts/Dictionary.aspx [20] Ass Prof Dr Vu The Phu, “Quan tri Marketing”, (Labor & Society Publishing House, 2008) 89 LIST OF APPENDICES QUESTIONAIRE When selecting a TV brand in Vietnam, which brand will you choose the first: - LG - Samsung - Sony - JVC - Others (please specify) Does your family use a TV frequently? a No b Yes How many TVs are there in your family? - - - >2 Please check the TV screen manufacturing technologies that you know: - CRT - Plasma - LCD Please rate from higher to lower (1-3) of life span of the following types of TV: - CRT - Plasma - LCD Which you think giving the most realistic and sharpest image? - CRT - Plasma TV - LCD TV 90 Please state some names of electronics firm selling LCD TVs that you have known: ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Please check the name of LCD TV product of Sony: - Bordeaux R7 - Bravia - Viera - Don't know From which you know about LCD TVs of Sony? - Advertisement on newspapers, Internet - Display store, electronic supermarket - Acquaintances - Website of Sony Vietnam - Others…………………… In your opinion, how is the quality of Bravia LCD TV? - Very good - Good - Acceptable - Unacceptable - N/A 10 In your opinion, how is the price of Bravia LCD TV? - Very expensive - Expensive - Reasonable - Cheap - N/A 91 11 Please select most advantages of Sony's TV and rate from higher to lower (1->4) - Beautiful image and color - High technology - High durability - Good after-sale services - Reasonable price - Diversified functions - Brand name - Others (please specify) 12 Do you think that the price of LCD TV will decrease in the future? - Yes - No - Don't care 13 Please rate from higher to lower (1-4) about the promotional activities that you like in purchasing an LCD TV: - Price reduction on purchased products - Attached high-value gift: DVD player, high-end shelf, etc - Scratch (large quantity but low value gifts such as coat, bag ) - Lucky Draw (low quantity but high value: e.g a tour overseas, automobile ) 14 Where you like the most to buy a TV? - Agents of Sony 15 Display stores of Sony Electronic supermarket Which features you expect from an LCD TV of Sony? ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… ………………………………………………………………………………… Thank you very much! 92 ANALYSIS OF SURVEY RESULT ON CONSUMERS' OPINION Known TV manufacturing technology: Frequency Percent Valid Percent Yes No Yes No Yes No CRT 208 92 69.3 30.7 69.3 30.7 Plasma 193 107 64.3 35.7 64.3 35.7 LCD 260 40 86.7 13.3 86.7 13.3 From the table, it can be seen that 208 respondents knew about CRT technology, 260 knew about LCD technology while only 193 respondents knew about Plasma Technology This fact is because CRT technology has long been applied and become popular for decade of years while LCD Tech is also known about more recently thanks to positive effect of introduction effort of LCD TV manufacturing firms that improves public awareness of ther term "LCD TV" Respondents' perception of quality of image of TVs: Frequency Valid Percent Valid Percent Cumulative Percent CRT 28 9.3% 9.3% 9.3% Plasma 98 32.7% 32.7% 42.0% LCD 174 58.0% 58.0% 100.0% Total 300 100.0% 100.0% 93 According to statistics, only 28 out of 300 respondents (9.3%) said that CRT TV gives the most realistic and sharpest images; 32.7% selected Plasma TV while 58.0% chose LCD TV In fact, CRT TV is the type to give the most realistic and sharpest images compared to Plasma and LCD So, information on quality of image of various types of TV has not been perceived by consumers correctly Respondents' perception of price of TVs:  CRT TV: According to statistics, there are 248 respondents (82%) saying that CRT TV has the cheapest price among three types This is true since CRT TV has the oldest technology and most popularity to consumers Valid Cumulative Percent Percent 16.0% 16.0% 16.0% 1.3% 1.3% 17% Lowest 248 82.7% 82.7% 100% Total 300 100.0% 100.0% Frequency Highest 48 Medium Valid Percent Cao Trung bình Thấp  Plasma TV: According to the above statistics, there are 215 respondents (71.7%) saying that Plasma TV has the second most expensive prices among the three types 94 Frequency Valid Percent Cumulative Percent Highest 75 25.0% 25.0% 25.0% Medium 215 71.7% 71.7% 96.7% Lowest 10 3.3% 3.3% 100.0% Total Valid Percent 300 100.0% 100.0% Cao Trung bình Thấp  LCD TV: For LCD TV, there are 177 respondents (59%) saying that it has the most expensive price This is true since LCD TV uses the most modern technology; hence, it has higher cost price Frequency Percent Valid Percent Cumulative Percent 177 59.0% 59.0% 59.0% Medium 81 27.0% 27.0% 86.0% Lowest 42 14.0% 14.0% 100.0% Total 300 100.0% 100.0% Valid Highest 95 Consumers know about Bravia LCD TVs from: Frequency Percent Valid Percent Yes No Yes No Yes No News 78 222 26.0% 74.0% 26.0% 74.0% Advertisement 141 159 47.0% 53.0% 47.0% 53.0% Stores 113 187 37.3% 62.3% 37.7% 62.3% Acquaintances 20 280 6.7% 93.3% 6.7% 93.3% Web 40 260 13.3% 86.7% 13.3% 86.7% According to above table, consumers knew about Bravia LCD TV the most from advertisements on newspapers and TV (47%), product display stores and electronic supermarket (37.7%) and finally, reportage, website of the company and acquaintances That fact was thanks to the company's focus on investment, advertisement and promotion on the newspapers, television and product display stores Respondents' assessment of quality of Bravia LCD TVs: Frequency Valid Percent Cumulative Percent Very good 71 23.7% 35.1% 35.1% Good 76 25.3% 37.6% 72.8% Acceptable 26 8.7% 12.9% 85.6% Unacceptable 0.3% 0.5% 86.1% No comment 28 9.3% 13.9% 100.0% Total Valid Percent 202 67.3% 100.0% 98 32.7% Missing System 96 80 70 60 50 40 30 20 10 Rất tốt Chấp nhận Tốt Không chấp nhận Không ý kiến Looking at the chart, it is easy to see that most of respondents giving their opinion on quality of Bravia LCD TVs said the quality is "very good" (71 out of 202) and "good" (76 out of 202) while only 26 respondents said that the quality is acceptable and 01 said that the quality is unacceptable with 28 no opinion responses, perhaps because they haven't used the products yet Respondents' assessment of price of Bravia LCD TVs: Frequency Very expensive 60 20.0% 29.4% 29.4% 92 30.7% 45.1% 74.5% 34 11.3% 16.7% 91.2% No comment 18 6.0% 8.8% 100.0% Total Total Cumulative Percent Reasonable Missing Valid Percent Expensive Valid Percent 204 68.0% 100.0% System 96 32.0% 300 100.0% 97 100 80 60 40 20 Rất đắt Đắt Hợp lý Không ý kiến According to the survey, it is indicated that most of the respondents said that the price of Bravia LCD TV is "very expensive (60 out of 204) and "expensive" (92 out of 204) Whereas, none of them said that the price of Bravia LCD TV is "cheap" but only 34 of them said the price is "reasonable” and 18 gave no answer This indicates that most consumers may find prices unattractive and this reduces the effective demand for the Bravia LCD product line Assessment of strengths of Sony's TVs: Reasonable Multi Brand Price Function name 14 60 102 10 28 12 19 52 64 20 39 34 47 40 30 13 52 66 37 62 29 138 32 214 153 212 112 Image Technique Durability Service SI 116 16 89 Strength II 71 64 Strength III 44 Strength IV Missing System 98 120 100 80 60 40 20 Mạnh I Mạnh II Mạnh III Mạnh IV Looking at the table and figure, we can see the most strength of Sony's TVs in respondents' opinion is beautiful image and color (116 respondents) while 71 respondents thought this is the second most strength In fact, it can be said that Sony's TV compared to products of other firms deliver more outstanding images and colors Sony LCD TV’s 2nd strength according to the survey is its durability with 102 respondents while the ratio for Samsung’s product is 89 respondents It is true that durability is well-known as the strength of Sony's TV products since many of them have been used for decades by many households but always show great unchanging images, colors and sound Next, 64 selected high technology as the second most strength and 52 selected it as the third most strength since Sony is a reputable firm, a leader in researching and applying new technologies Finally, the mostly selected 4th strength was reasonable price (with 64 respondents) Most of the respondents gave opinions that price of Sony's TV is relatively high, however, in turn, its quality is high and that is the reason to the response of "reasonable" price In addition, brand name is also considered an important factor with 62 respondents to select it as the 4th strength of the Company since they believe in the product quality of a reputable brand name for years 99 Favored promotional activities: Discount Gift Scratched card Lucky draw Most favored 201 62 33 Favored 54 187 37 22 Fairly favored 22 31 155 92 Not favored 23 20 104 153 Looking at the table, it can be seen that among promotional activities, the consumers are most favored with direct promotions offered for purchased products (201 respondents), and Lucky Draw is the activities mostly unfavored by them (153 respondents) This fact is because of consumer's preference of personal and realistic benefit by direct price discount on products to lucky draw as its probability of winning is low For "Gifts", the number of respondents is the second highest with 187 persons and "Scratch" has the third most number of selections with 155 persons Favored location of buying a TV Frequency Valid Percent Valid Percent Cumulative Percent Sony shop 92 30.7% 30.7% 30.7% Daily 85 28.3% 28.3% 59.0% Electronic supermarket 123 41.0% 41.0% 100.0% Total 300 100.0% 100.0% Sony shop Daily Siêu thị điện máy 100 From the Figure, it can be seen that most of consumers like to purchase a TV in major electronic supermarkets (123 out of 300 respondents or 41%) The reason is that in purchasing in large supermarkets, they will have the opportunities to compare and select among TV products of various firms and consult the opinion of salespersons of the supermarkets The second favorite location is display stores of Sony with 92 respondents, or 30.7% For those who believe in and select Sony brand, the most ideal place to purchase a TV is a display store of the company since this place is always decorated and arranged nicely, exclusively and attractively, reflective to their class, and offers a polite, professional, and passionate service attitude of the sales force Distribution agent is another choice of respondents (85 out of 300, or 28.3%) in addition to display store thanks to a broad network of distribution agents all over the country, especially in large cities, making it convenient for the consumers 10 Expectations from Bravia LCD TV Series: Frequency Valid Percent Cumulative Percent Nice design 54 18.0% 18.4% 18.4% Many models 22 7.3% 7.5% 25.9% Larger 48 16.0% 16.3% 42.2% Slimmer 12 4.0% 4.1% 46.3% Multi-functions 48 16.0% 16.3% 62.6% Lower price 44 14.7% 15.0% 77.6% Durability 66 22.0% 22.4% 100.0% Total Valid Percent 294 98.0% 100.0% 2.0% 300 100.0% Missing System Total 101 Kiểu dáng đẹp Nhiều mẫu mã To Mỏng Nhiều chức Giá hạ Bền From the figure, we can see that most of respondents desired a Bravia LCD TV with high durability (22%) This is certain since value of LCD TV products is very high; consumers tend to expect higher use life to worth their investment Moreover, Sony's TVs are always well-known for their high durability, so, most of people will expect the same from a product of Sony The feature that customers expect the second most from a Bravia LCD TV is a more beautiful design that is suitable to its exclusive design and living space This feature was selected by 18% of respondents This fact should be considered really carefully in comparing the design of Bravia LCD TVs with those of other firms, since Sony's designs are not really outstanding and unique enough to persuade the customers immediately reach their purchase decisions The next two factors each account 16% of opinion are that they expect Sony to introduce a LCD TV having larger screen and more functions These demands are reasonable since customers' needs and preferences are becoming more and more diversified, the company must adapt its products to remain competitive in the market The expectation that price of Bravia LCD TVs will be reduced also accounts for a large percentage (14.7%) Customers always desire for selling price reduction and the every company tries to realize this to increase their sales and expand its market share The questions are that when to reduce the price, how much to reduce and how to reduce, etc so that a company still maintains a sustainable profit margin as required by the shareholders 102 ... 3: Some solutions to the Marketing- mix for Bravia LCD TV Series of Sony Vietnam in 2012 CHAPTER 1: LITERATURE REVIEW 1.1 Overview of Marketing 1.1.1 The Formation and Development of Marketing Marketing... carry out the dissertation: "Some solutions to complete the Marketing- mix for Bravia LCD TV series of Sony Vietnam in 2012" Objectives of the Study - To conduct a comprehensive study of the theories... - To analyze current situation and evaluate Marketing strategy of Bravia LCD TV series of Sony Electronics Vietnam; - To suggest some solutions to complete the strategy of marketing mix for Bravia